Booming natural ingredient market combines human and planetary health

06 Sep 2024 --- Industry experts predict that consumer interest in natural ingredients is here to stay. Lycored, Pharmactive, CarobWay and Ayana Bio tell us that a growing understanding of ingredients’ efficacy and their impact on the environment, a continued interest in “clean label” products and natural ingredients’ image of benefiting planetary and human health drives this “natural” demand.

“Nature is powerful and produces beautiful gifts that can bring a multitude of benefits,” Caroline Schroeder, global head of marketing at Lycored, tells Nutrition Insight. “Consumers understand this and are voicing a clear preference for ingredients closer to nature over artificial ingredients.” 

“To meet these consumer demands for more natural ingredients, functional food and beverage companies are adapting formulations to a more nature-based approach.”

Carlos Rodriguez, communication manager at Pharmactive, also believes that natural ingredients will play a “pivotal role” in the future of nutrition and wellness. 

“As consumers become more health-conscious and environmentally aware, the demand for products formulated with natural, effective ingredients will continue to grow. We see a future where natural ingredients are integral to daily health regimens, offering preventive health benefits and enhancing overall well-being.” 

Here to stay

CarobWay creates well-being ingredients based on the carob fruit and is researching its potential in gut health and the effect of consuming carob-based low GI sugars. 

Udi Alroy, the company’s co-founder and CEO, sees that the trend for natural products is “set in consumers’ state of mind.” When the company is approached for new product development, potential clients ask for a “natural, science-based product.” 

“Food companies aspiring to reap high margins need to create a strongly branded product that follows the route of nature and demonstrates their dedication to taking care of consumers’ wellness and the environment.” 

“In an era when consumers eat fewer fresh fruits and vegetables, natural ingredients replace these absences in our daily diet,” he asserts. 

Alroy details that to consumers, the term “natural” conveys a message of “being good for you and the planet.” CarobWay uses all carob fruit components to create a range of ingredients without resulting in waste streams. 

The experts expect that demand for products with natural, effective ingredients will grow as consumers become more health-conscious.Meeting consumer demand

Pharmactive’s Rodriguez explains that the company’s definition of natural ingredients and consumer expectations for purity and authenticity significantly influence its product development process. 

The company defines natural ingredients as “substances derived directly from plants, which are processed to retain or enhance their inherent properties.” Pharmactive sources its ingredients “in the most natural way possible,” avoiding synthetic additives to ensure they remain as close to their original form as possible.  

Rodriguez adds that consumer perceptions also influence Pharmactive’s product formulation. “Today’s consumers value transparency, safety, quality and sustainability, increasingly viewing natural ingredients as healthier and safer alternatives to synthetic options.” 

“In response, our commitment to ‘clean label’ products, free of artificial additives, drives us to select naturally derived and minimally processed ingredients,” he continues. “Our focus on sustainable practices ensures that our production processes not only preserve but also promote environmental well-being and biodiversity.” 

Market developments

Frank Jaksch, CEO of Ayana Bio, notes that market trends reflect a growing focus on health, wellness and sustainability. 

He also sees an increased consumer demand for clean label products, detailing that people seek products “with fewer, recognizable ingredients, and functional ingredients such as turmeric and matcha.” 

“Key trends include the demand for adaptogens like ashwagandha, Rhodiola, l-theanine and ginseng to reduce stress and improve mood,” he continues. “Superfoods and fermented foods are popular for their nutrient density and benefits for gut health.” 

“Consumer packaged goods companies have responded with functional food and beverages and a broader array of supplements.” 

Moreover, he notes that a strong interest in plant-based alternatives drives this demand. 

Alroy details that to consumers, the term “natural” conveys a message of “being good for you and the planet.”Technological advancements

The natural ingredient sector continues to advance through research and new technologies, aiming to support and improve ingredients’ efficacy and sustainability. 

“Natural ingredients and their integration with technology represent a promising frontier in health, wellness and sustainability,” projects Jaksch. “Innovations like plant cell cultivation are reshaping how we produce and utilize bioactives, offering solutions to challenges such as climate change impacts, contamination risks and agricultural limitations.” 

Ayana Bio cultivates plant cells in bioreactors instead of employing traditional agriculture and extraction methods. 

Jaksch comments: “As consumer demand for natural and sustainable products grows, these technological advancements play a pivotal role in ensuring reliable supply chains, consistent product quality and environmental stewardship.”  

He predicts that, in the future, collaborations between suppliers and manufacturers of consumer products will “likely lead to further breakthroughs in areas with supply constraints, enhancing the accessibility and effectiveness of natural ingredients in promoting health and well-being worldwide.” 

Beauty-from-within solutions

Schroeder at Lycored notes that many benefits of natural ingredients are still being uncovered through research. The company offers three proprietary, nature-based nutrients for the beauty-from-within market — Lycomato, Lumenato and Lycoderm — based on tomato phytonutrients to deliver “innovative and powerful wellness benefits.” 

“We’re continuing to learn more about the power of tomatoes and discover the synergistic benefits that naturally occurring phytonutrients offer in different combinations and ratios.” 

She details that Lycomato, a tomato extract containing a full spectrum of standardized phytonutrients, works from the inside out to support overall wellness, immunity, skin, heart, eye and men’s and women’s health. 

“Lycomato creates a ‘reservoir of wellness’ that delivers powerful antioxidants throughout the body to help fight free radicals and inflammation and calm internal cellular environments.” 

Meanwhile, Lycored’s Lumenato offering is derived from a golden tomato bred explicitly for its beauty characteristics. Schroeder explains that the product contains synergistic nutrients to support healthy cell signaling and skin structure. “Lumenato was designed to deliver concentrated skin-active nutrients that allow the skin to actively and effectively age beautifully.” 

“Lycoderm, a proprietary complex, helps to manage the negative effects of solar radiation. Lycoderm was clinically proven to support skin health and appearance and help balance the skin’s response to environmental stress from UV rays.” 

By Jolanda van Hal, with additional reporting by William Bradford Nichols